Digital campaigns that encourage empathy can have long-term positive effects

Research by Whitaker members, Dr Elaine Wallace and Dr Mike Hogan, was highlighted in a recent Irish Times article on current research into how digital campaigns that encourage expressions of empathy can have long-term positive effects. Wallace and Hogan are co-authors on a 2014 journal article entitled “Who Likes You and Why? A Typology of Facebook Fans” which was published in the Journal Of Advertising Research and identifies four fan types: Fan-atics,
Utilitarians, Selfexpressives, and Authentics.  Their study highlights the value of cluster analysis as a strategy for identifying different fan types and provide insights to prompt further research into Facebook fan types.  Read the Irish Times article here.